I have noticed solopreneurs struggling to generate leads for their businesses. Even after trying different methods, I have seen business owners unable to create a systematic approach to generate leads on a constant basis.
In this post I am covering an 8 step formula for writing and structuring your sales page. The formula works best for businesses selling some sort of services and want to raise enquiries for their services.
When you are trying to generate leads using a digital platform, it is important to understand that the content on your webpage is actually your SALESMAN.
The #1 Thumb Rule is to TREAT YOUR WEBPAGE AS YOUR SALESMAN
Next is to visualize the structure of your sales page followed by a process of creating a marketing copy for your sales page.
Follow the below steps to create your sales page:
1. Create Impactful Headlines
Headlines can create a massive impact on the click through rates of your webpage hence play special attention to creating solid headlines. Follow the below stated guidelines for creating headlines:
- Keep them short and to the point
- Make use of powerful words to boost interest
- Optimize your headlines with keywords for SEO benefit
- Write 15-20 different headlines using different combinations of powerful words then pick one which suits the best.
Here are 3 tools which can help you write some amazing headlines:
https://coschedule.com/headline-analyzer
https://seopressor.com/blog-title-generator/
https://www.hubspot.com/blog-topic-generator
2. Introduction
Use introduction to create a hook for readers to stay, which can you do by following these points:
- Tell them what information they will get from this page
- Start with a story with an emotional angel
- Highlight statistics
- Ask questions and make them think.
- Create suspense by releasing information step by step.
Example:
3. Describe Your Service
Once you create a hook, it is time to unveil and start providing information. Answer, what your service is about. How it can help the end user and for whom it is meant for.
In this step you can establish the need and how your service is meeting those needs.
Example:
4. Features VS Benefits
Let’s get this straight, the end customers are more interested in knowing what a particular service will do for them instead of learning about the fancy features of the service.
Hence in this step write about the benefits of the service. Highlight the benefits in a few small sentences and make them quick to read.
Example:
Have a look at this image, on the left side it tells the feature of the ipod that one can store upto 1 GB of MP3 Songs whereas on the right side it tells the Benefit of the ipod which is carrying 1000 songs in your pocket.
Hence focus on the aspiration of your end buyer then trying to upsell your product all the time.
5. FAQs
Make sure to include all the common queries and objections that your potential customer may have. This is one of the top reasons for generating quick conversions.
Hence in this step enlist all the top questions or objections which can affect their buying decision.
Example:
6. Prove credibility and instill trust
Ok, let’s admit that we ourselves make buying decisions based on how much we are able to trust a particular brand and it’s product or service.
Hence proving your credibility and inculcating trust in your brand and service can increase your chances of getting conversions.
Here are some ways to do so:
- Put copies of research and stats to prove your claims
- Put testimonials from satisfied customers
- Put social proofs like endorsements from influencers or brand mentions on social media
- Give money back guarantee.
7. Using Images and Video
As it is popularly known that “An Image is Worth A thousand Words”, hence include an image which creates an apt impression on the minds of your potential customers.
The image can be an infographic of statistics or an illustration about the service, its features and benefits.
Also include at least one video on the page to create a massive impact. The video could be:
- A service teaser.
- A message from the CEO.
- Illustration of the service benefits and features.
- Testimonials from happy customers.
8. Using Call to Action multiple times
Call to Action AKA CTA is a marketing term which refers to the next step the audience or reader is required to take. For example: Requesting a Quote or Buying a Product.
Every good sales page must have at least 3 CTA, one in the beginning, one in the middle and one at the end of the page.
However the number of CTA depends on the length of the content too. The higher the length the more number of CTAs can be included in the page.
The purpose of having multiple CTAs is to help the visitor to take an instant action whenever they are convinced and are ready to convert.
The CTA buttons should be put logically inside the content to take full advantage of having them.
Example:
So these are the 8 Step Sales Page Copywriting Formula, which you can adopt and create sales copies of your own website landing pages.
Remember to treat your landing pages as your SALESMAN, put all the information which is required to educate the visitor to help them make a buying decision.
I hope you liked the content of this post. Give me your feedback below or ask questions related to the topic and I will answer.
Cheers,
Harshwardhan